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The Troubled ‘Twenties Society and Culture

The Troubled ‘Twenties Society and Culture. Upper class lives. Landlords and Tenants. Landlords and Tenants. Impoverished tenants. Landlords and Tenants. Urban poor. Urban poor. Working class protest. Middle classes as buffer?. Modernizing owner- cultivators in countryside.

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The Troubled ‘Twenties Society and Culture

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  1. The Troubled ‘TwentiesSociety and Culture

  2. Upper • class lives Landlords and Tenants

  3. Landlords and Tenants

  4. Impoverished tenants Landlords and Tenants

  5. Urban poor

  6. Urban poor

  7. Working class protest

  8. Middle classes as buffer? • Modernizing • owner- • cultivators • in countryside

  9. The “old” middle classes Wholesalers and retailers, 41% of employed in Tokyo, 280,000/ 700,000

  10. New middle class: at work • New “salaried” • middle class, • and new lifeways

  11. Middle class women at work

  12. New middle class: at play

  13. New Middle Class: At School?

  14. New middle class: at the department store • New “salaried” • middle class, • and new lifeways • Mitsukoshi • Dept Store • Delivery service

  15. Selling to the middle class If you buy a Singer sewing machine, you can amortize it in just a few months • Modern as “rational” and “frugal”; as investment in future

  16. Selling to the middle class • Modern as independent and liberated: • “the modern woman can stand • proudly on her own, if she has to”

  17. Selling to the middle class • New “salaried” • middle class, • and new lifeways

  18. The “modern girl”

  19. Albert Rabenbauer, Die Reklame (1929):Cover

  20. Jupp Wiertz, Vogue, for F. Wolff & Sohn, Germany (1929)

  21. Anxiety over the “modern girl” at play

  22. Anxiety over the modern girl at work • In factories: new militancy

  23. Anxiety over the modern girl at work • In factories: new militancy

  24. Conclusions • Persistent divisions: landlord-tenant, bosses and workers • An emerging middle, as stabilizer? • Excitement and anxiety • Delight of the new, the Western, fashion and freedom for women • Anxiety at these same trends; a heightened fear of social disorder and cultural change

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